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Digital Sales Strategy
Microsites, landing pages and websites… oh my!
Digital Sales Products
Web AdsMicrositeTier II WebsiteTier III Website or eCommerce Site
Micro What?!?
What is a Microsite?
What is a Microsite
A website with a direct URL Targeted with a specific purpose
Product promotionMarketing campaignDescribe a servicePromote an event
What is a Microsite?
GoalFocused or Targeted• Microsites will detail one
specific product or service but do so with intense focus so that the visitor has no doubt on where to go next
Lead Generation• Visitors never need to leave
the site to convert to a qualified lead
Example
Targeted products and content
Never need to leave the site to convert to a qualified lead
Branding is important
Focus on a specific purpose
Example
Existing Microsites
Existing Microsites
Existing Microsites
Selling Microsites
It’s not the end of the World…
Understand your client’s needs
All companies need at least a basic web presence…
Even if they don’t believe they do…
Their customers expect it.
Go wh ere you r
Cu s tomers a re .
Problem:
Customers want to see what your business or products look like.
Problem:
It is difficult to build and maintain a full website if you are not a large organization.
Product Lifecycle
Enhanced Marketplace Microsite Website (tier II/tier III)
Up to 3 pagesHome ~ your adAbout usContact form
Links to your siteLinks to social mediaFree hosting
Where does it go?
Microsites are subdomains of the Paper’s main URL or website
They can also be promoted with web ads or Service Directory type listings
http://www.plainsman.com/my-fancy-microsite
Where does it go?
You can also create a
QR CODEto promote the Microsite in print
Websites
What is a Website?
Basic WebsiteA centrally managed group of web pagesContains copy, images and multi-media filesPresented to users in an aesthetic and accessible way
Static vs. DynamicMicrosites are 100% staticWebsites can be both
What is a Website?
Generally, people look at websites for two primary reasons:
To find information they needTo complete a task
What is a Website?
Goal(s)Strive for a design that’s user-friendlyCreate a site that targets the appropriate audienceDesign a UI that flows freely, allowing users to navigate easily and find what they need quickly and efficientlyGive the client what they want plus what they needIncrease the site functionality with additional code
Source: hhttp://webdesignledger.com/tips/five-goals-to-strive-for-with-every-site-you-design
User-Friendly Design
Source: http://www.whitehouse.gov/
Target the Appropriate Audience
Source: https://www.apple.com/
Free-Flowing UI
Source: https://mediatemple.com
That They Pant + What They Need
Source: https://www.mobify.com/
Increase Functionality
Source: http://www.authenticjobs.com/
What’s included?
Microsite
Maximum of 3 pagesSite design based on print adLinks to client social media accounts or existing websiteSite URL is a subdomain of your Paper’s website
Production: 2 a day
Tier II Website
3 or more pagesCustom URL – subject to availabilityBackend content management system (CMS)Added flexibility in site design and layout
Copywriting done by Paper’s staffMay involve photo-shoot at Paper’s expense
Search engine optimized (SEO) designWith analytics
Social media account tie-ins
Production: 2 a month
Tier III Website
Everything in the Tier II packageCustom back-end CMSeCommerce tie-ins
Shopping cartOnline payments
Database storage
Production: 90 days
Portfolio Review
Design and Production
Discovery DocumentCustomer surveyImportant information about the project• Goals• Audience
Provides production staff with critical informationIdentifies features and technology needed
Design and Production
WireframeVisual guide that represents the skeletal framework of a website
Style TilesContent GatheringSitemap
Design and Production
TestingBrowser and device testingSoft launch• Final chance for client to review content
Final revisionsLimited to content changes only
LaunchHello World!
Design and Production
Project Management
Design and Development
Production TimeframeMicrosite• 24 hours or less ~ 2 a day
Website• Tier II ~ 2-weeks• Tier III ~ 6-months
Application• 3-6 months
Selling Websites
Tier II Website
Should a business have a website, even if that business is small and sells products or services you don't think can be sold online?
Yes, if you have a business, you should have a website. Period. No question. Without a doubt!
Source: http://www.entrepreneur.com/article/65204#ixzz2ZFJw6JJk
Q:
A:
Tier II Website
Businesses should have a presence on the web so that customers, potential employees, business partners and perhaps even investors can quickly and easily find out more about your business and the products or services they offer
Tier II Website
Must have a professional-looking site if you want to be taken seriouslyConsumers now search for information online prior to making a purchaseYour site may be the first chance you have at making a good impression
Tier II Website
How will you measure the success of your website?
Success is measured by engagement and lead generation
Source: http://www.entrepreneur.com/article/65204#ixzz2ZFJw6JJk
Q:
A:
Tier II Website
EngagementSearch Engine Optimization (SEO)HITS – How Idiots Track SuccessMore realistic indicators:• Unique visits• Bounce rate• Average time on page/site
Tier II Website
Quarterly analytics reviewTotal review of site performance every three months
Annual content auditEvaluate keyword performanceIdentify areas of opportunityReview possible changes